Through the decades, Super Bowl logos have traditionally been long on football, short on local bravado. That was until today.

In pregame ceremonies at NRG Stadium, the Houston Super Bowl Host Committee unveiled its 2017 logo featuring "Houston" in big, bold letters with "Super Bowl LI" playing second fiddle at the base of the design.

It's a design that any chamber of commerce would love. No surprise then that the font used on the logo is the same that the Greater Houston Partnership uses in its "Houston: City with No Limits" campaign.

"Super Bowl 51 begins the next era of Super Bowls and Houston is focused on the future. We are ready to shine a bright light on our city."

The presentation was made on the stadium's giant video board before the kickoff of the Houston Texans vs. the Philadelphia Eagles game with former Secretary of State James A. Baker III, Host Committee chairman Ric Campo, Halliburton chairman and CEO Dave Lesar, Texans owner Bob McNair and Super Bowl committee executive director Sallie Sargent on the field.

"The Super Bowl is a tremendous opportunity to showcase all that our great city has to offer," Campo said in a statement. "Super Bowl 51 begins the next era of Super Bowls and Houston is focused on the future. We are ready to shine a bright light on our city, highlighting Houston an as extraordinary place to live, work and play.”

The logo in red and platinum and featuring a football intertwined with a star was developed by RARE Design, the same firm that created the Houston Texans brand. The NFL will introduce its own logo for the game closer to 2017 and the league's Super Bowl design almost always incorporates the Lombardi Trophy.

The Houston Super Bowl committee also announced its tagline: "We Live for Football."

Super Bowl LI will take place in February of 2017 with the Host Committee serving as liaison between the NFL, the city and county. While the committee handles planning and execution of Super Bowl logistical considerations, the organization also has its hand in surrounding entertainment in particular Super Bowl Central, a 10-day festival anchored at Discovery Green.

The Host Committee has also committed to investing $4 million in the Houston community as part of the NFL's charitable giving initiative. Funds will be dispersed between a variety of civic interests including health, education and beautification.